The agency won a competitive pitch to promote Kerzner’s One&Only Resorts sub-brand, plus its flagship Atlantis Paradise Island resort in the Bahamas and the planned Atlantis – The Palm development in Dubai.
JCPR has replaced Freud Communications, which also handled corporate and trade PR, with the contract starting next month, confirmed US-based senior V-P of corporate PR Lauren Snyder.
A Freuds spokesman said: ‘After two years of working with Kerzner International. to launch the One&Only brand and establish Kerzner’s corporate profile in the UK we decided to part company.’
New York-listed Kerzner, set up and chaired by South African leisure tycoon Sol Kerzner, has yet to decide whether UK corporate PR will be handled in-house or by an agency on a project basis. Trade PR will now be handled in-house.
Agencies including Countrywide Porter Novelli and GCI lost out in the battle for the business following a review that kicked off last year (PRWeek, 5 December 2003).
It is understood the final round of the pitch process was a shootout between JCPR and CPN.
Sol Kerzner hit the headlines this week when the BLB Investors consortium, which he leads, raised its bid to £287m in the ferocious battle for control of casinos and dog track group Wembley.
Kerzner wants to become a major player in UK gaming and is rumoured to be planning a Las Vegas-style casino complex at London’s Millennium Dome.
Atlantis Paradise Island is an ocean-themed destination resort in the Bahamas. One&Only properties are located on islands such as the Maldives and Mauritius.